Business owners tend to be busy. Really busy. When I say “time-starved” they nod immediately. They also want to Do The Right Thing.

When you’re operating outside your area of expertise, it’s not always easy to know what’s important. So you can invest a lot of time trying to get something Just Right when it’s not important.

For instance, the first time I bought a home, I thought the color of the walls and carpet were really important. Never mind little things like wiring, windows and walls.

People choose websites the same way. I’ve met clients who waited 6 months or more because they thought they needed certain things. They left money on the table but even worse, they worried!

So for the holidays my copywriting gift to you is … here are 4 things you DON’T have to worry about. You’re free to spend time with your family, serve more clients or plot your escape to your next adventure.

1 – Domain name. I’ve seen people wait 6 months or more to get the perfect domain name. Your URL is important but it’s SO easy to change and forward.

A memorable name will do wonders for almost anything: a company, product or program. But if you can’t come up with a good name, jump in and offer something anyway. You’ll get better.

Just reserve your own name. Most people remember your name – not your company name or URL.

And don’t let anybody else do the godaddy thing for you. Get registered in your name with your own credit card. That’s a non-negotiable.

2 – What to write on your holiday card for clients and customers.

This question actually has appeared on several forums. It’s tempting to say, “Who cares?” but it’s holiday time and even copywriters are starting to feel mellow around now.

Frankly, I suspect your clients will not even notice who sends a card and who doesn’t. I can’t imagine someone saying, “We can’t do business with Morticia: she didn’t send a card.” Anyway most clients know the real message of a card or gift is, “I hope we keep doing business together.”

If you feel a special bond to a client or find a gift that seems just right for that client, you won’t need to wonder what to write on the card. They will appreciate your thoughtfulness and kindness (although their spending plans won’t change a bit).

When I get an impersonal card from a vendor, I barely notice the message. I know they’re really saying, “I love you and I really love your credit card. Keep coming back and spending with us!”

3 – Whether your new content will really sound like you.

If you’ve been following me for awhile, you know my answer. The Authenticity Paradox (a phrase I made up myself) says you will often sound more like yourself when you hire a professional copywriter.

More than once, a client has given me an assignment with a request to “please include this paragraph which I wrote.”

Inevitably, when I return the finished copy, they HATE that paragraph.

“Where’d you get it?” they ask. I never tell.

4 – What colors to use on your website.

Yes, I know color is important. You send subtle messages when you use tomato red versus geranium pink. But changing the color just isn’t that hard for a competent designer.

Anyway, once you get the content written, your colors will probably emerge from the copywriter’s tone. An upbeat, perky website will use color differently from a solemn website.

5 – Adding just the right photo to your blog.

Sure, blogs look better with photos but they don’t look like anything till they’re published. Your blog can still be colorful with words and images… and you can always add later.

You don’t need to wait for a logo either. Lots of people make lots of money without bothering.

There … don’t you feel better already? Now you can summon the energy to sign up for my Content Multiplier course whee you’ll discover how to make one piece of content do the work of 3, 4 or 5.

Coming Tuesday Dec 6: Sign up here.

When  clients ask me how to strengthen their copywriting, I often refer to painting word pictures. Sometimes this concept is difficult to understand and it’s not easy to implement, even for experienced copywriters. Recently I came across an article from Econsultancy with some excellent examples. The article targets products but the principles apply even more to services, info products and programs such as teleseminars. You can read their article here.

(1) Create a different page for each product. You maximize SEO opportunities and you also help customers stay focused. Typically customers want a very specific type of product or service so they appreciate simplicity However, your page loses conversions when you appear to be “stuffing” keywords, i.e., tossing in keywords as an obvious bid to the search engines.  Experienced copywriters will use keywords carefully.

(2)  Make the copy easy to read. One copywriter refers to some pages as being “text-y” or “text-heavy,” which is not a compliment. I find my first drafts tend to be rather dense with text; as I improvise they get lighter.

-  Use lots of bullets, images, bold and sometimes colored text to break up the pattern.

- Warn your web designer: “I need LOTS of white space! Give me dark type on a light background.” Who cares if the page is drop-dead gorgeous if nobody reads it?’

- If you have complex technical info or requirements, consider using a table. You can also use a text box with a shaded background and a contrasting type face.

(3) Use a friendly tone when you write. Often your copy works best when it comes across as talking to a good friend. Humor works when it doesn’t distract from the main message; when the reader remembers the joke better than the product, it’s not working.

(4) Sell the benefits of the experience… which can be the stuff of dreams. 

Here’s where you can paint word pictures to inspire your reader’s imagination. One of the examples presented by Econsultancy seems  especially brilliant.  The J. Peterman company describes a simple men’s winter coat as a “scene-stealing greatcoat.” The copy begins, “If ever a coat evoked high-flying deeds, this is it.” The copy then evokes World War II scenes, since the coat is modeled “loosely” after a Royal Air Force officer’s greatcoat: a “heartbreaking goodby” when the hero’s train pulls out from Waterloo; a poignant moment “on the front” where he reads the letter from home.

Suddenly an everyday clothing item evoke scenes of a romantic war movie. And the rest, as we say, is history.

These days we’re all talking about going green. We’re recycling and cutting back on energy. So … do you have a green website too?

Never fear, I’m not suggesting you adopt green as your theme color. It’s not for everyone and anyway a few leading marketers already grabbed on to green as their branding color.

A green website conserves energy – your energy! With a green website you recycle what you can (without compromising quality) and you continue to renew yourself.

That’s the definition of a green website. When you learn a few techniques (which we discussed yesterday), you’ll get a better website faster. You won’t think of a website as just one more hassle.

And the benefits are …

(1) Your competitors and associates go green with envy … because your website is up and running while theirs is just a glimmer on the horizon. And your website functions smoothly and efficiently.

(2) Your website bursts with fresh energy, like the earth turning green in springtime. You keep your content fresh and your excitement can’t be hidden.

(3) You add more green to your wallet (if you live in a country with green money). After all, why create a website if you’re not investing in a business asset?

Check out my recent teleseminar replay:
5 Strategies For Creating An Energy Efficient Website
http://budurl.com/august30

As a copywriter I get asked to critique websites, sales letters, and just about every kind of content. The hardest type of content to read, evaluate and change is what I call snoozy copy. You can’t always figure out what’s wrong with this content and your readers can’t either (if they’re awake enough to react at all).

It’s the kind of copy that gets readers to say things like, “Yeah, it’s kind of blah, but I don’t know why. It’s just … tired. In fact, I feel sleepy just reading. Oh, excuse me, I just have to yawn…” And you’ve lost another visitor who starts snoring before he can reach for the mouse to scroll down for more.

The frustrating part of writing is that small things can make a huge difference, just the way a jolt of caffeine can jumpstart a long, lazy afternoon.

Your copywriting transformation: From Pooped To Professional

Usually a few easy changes can transform your copy from pooped to professional. Once you become attuned to these small changes you notice them more as you read your own work and the work of others.

The never-ending sentence. Yes, this is the sentence that goes on and on, like one of those back country roads without an exit or a turnoff. You have no idea where you’re going but you feel lost.

The cure: Read your content aloud to yourself. If you’re getting out of breath as you speak and you can’t follow your own ideas, reach for the virtual scissors. Read again. If it’s too choppy, use  connection words and add transition phrases. It gets easier – and faster – with practice.

The people challenge. “People like to eat dinner with friends.” “People start businesses when they can’t get jobs.”

Who are these people? Faceless hordes of boring look-alike individuals?

The cure:  Get spsecific. Substitute “clients,” “customers,” “students,”“participants,” or whatever fits your topic. You sound more professional and crisp instead of amateurish and fumbling. Besides, you get more focused because you are forced to think of what you’re writing about.

The lace doily words. Can you smell the lavender as you sip sherry in the parlor? That’s how I feel when I read some of these words. “Pertinent” and “prior to” are among the worst offenders.

Go For Action, Not Abstraction

When you’re writing copy, you have to be especially careful to use action words and keep things simple. When I work with clients on a laser marketing makeover, we frequently talk about avoiding abstractions and creating concrete word pictures. Think of creating virtual experiences for your readers so they pay attention and keep reading.

Now… you’ll probably start noticing more when you read copy, but writing your own can be tricky. That’s why I recommend letting the copy “sit” quietly and simmer for a few days. When you return it looks and feels different.  I always find myself muttering, “How could I write that?” as  I take a machete to the copy that seemed brilliant and concise just a few days before.

Usually I stay away from posts that promise to give you financial freedom and change your mindset.   But just recently I sent out a survey (available only to my subscribers) and I was shocked at the phrase that came back to me.

Nobody sent 4-letter words. But a few – luckily, just a few – uttered The 4-Word Phrase: “I can’t afford it.”

When I hear those words, I know I’m talking to someone with a negative worldview … and someone who isn’t doing well and maybe never will. Even when I was a graduate student I never said, “I can’t afford it.” ( Well, I taught some courses and managed to have a nice little apartment in San Francisco, a brand new car that I kept for about 10 years afterward,  maid service and no debt.  I knew I didn’t want to be poor so I wasn’t.)

As a copywriter, I’m sensitive to words. How do you feel when you say, “I can’t afford it?” Helpless? Weak?

How do other people regard you as they hear those words? How do they alter their respect for you?

This phrase is especially hazardous if you say it aloud while you’re starting or running a business. Recently I surveyed my own list members.  I told them I’m considering a new coaching program. I’d be offering very low prices while I beta test the program. I won’t quote the numbers here, but I’ve seen just one other program at this price level, and I’m confident that mine will be better. (If you’re interested, add a comment or send me a message.)

A couple of people wrote, “I can’t afford it.”

What does that mean?

When you’re considering an investment in a business resource, either you (a) need it right away, (b) may need it later, or (c) don’t anticipate needing it at all.

When you need things and you don’t buy them, it’s time to ask some basic questions. What can you do to increase your bank account balance quickly? Should you be in business now or should you save some money from a job? Can you change your business model so you don’t have to spend as much at the outset? Do you have money issues? I know people who are afraid to invest in a new toaster because it seems extravagant, no matter how much they’ve saved. They eat their toast in two flavors – raw and burned – and shrug it off with, “The new ones are so expensive.” (That’s another word I’ve banished from my vocabulary.)

Let’s explore an analogy.  Suppose you want to buy a new house or rent an apartment. You can’t move in and then decide you can’t afford to pay the utilities for such a big place. You can’t let repairs slide (unless you want to wake up one day and see sunlight coming through cracks in your ceiling and realize you’re in very big trouble).  You look at all the numbers before you move in.

Then you can practice saying something instead of, “I can’t afford it.” There’s nothing wrong with living below your means or simply choosing not to spend everything you have. You can say things like, “It’s not a priority for me right now.” Or, “I prefer to spend my marketing budget elsewhere.”

You’ll feel stronger. You’ll leave a more positive impression on people you talk to. And over time, you will be amazed to find yourself enjoy a more positive relationship with money.

I guess I got spoiled. Living on the west coast, we had Qwest for phone and Internet service. Verizon was just for cell phones.

Fast forward to the East Coast where Verizon is the company of choice for residential phone service. They said, “Be home Tuesday from 9 to 11 so we can send someone over.” Around 10:30 I decided to call.

The service rep was puzzled. “We found your order. But we don’t show anyone is scheduled to come. We don’t show service being turned on.”

Me [dragging my East Coast attitude out of mothballs]: “Just out of curiosity, why do you think I ordered phone service? Why did you take an order without an installation date?”

Service rep: “Um.”

Me: “Well, what’s the next step to get me some service?”

Service rep: “I’m not sure.”

Well, at least the cell phone works fine for now.

The best response I’ve ever seen is this video, United Breaks Guitars. If I could sing…

Marketers often think copywriting begins with the writing process. In fact, experienced copywriters spend as much time on research as on the writing process. When you write your own copy, budget time and plan for research. When you hire a professional copywriter, look for signs that your copywriter will research your business before plunging in to your project. Often the key to your whole campaign will appear when and where you least expect it.

For example, legendary copywriter David Ogilvy, author of Confessions of An Advertising Man, needed to write an ad for Rolls Royce. After talking with engineers and going for drives, he realized the car was designed to be totally quiet … except for the tick of the dashboard clock. This fact became the basis for one of his most successful ads.

In my own copywriting business, I’ve found messages hidden in services pages, notes from grateful clients and even scrawled on sticky notes for a client just starting out. I often take a client’s course so I learn the nitty-gritty and I can promote it better.

You can interview your own prospects and clients to identify hidden selling points and promotional angles. Two types of interviews are most commonly recommended.

“Biggest challenge:” Ask your clients to identify their greatest obstacle, what they’ve done so far and what they’d pay to conquer it once and for all.

Many marketers stop there but I would go on to ask, “What kind of resource would you expect to hire?” Often your prospects have stereotyped ideas about who offers what service. Many of my own clients are surprised when I can help them with identifying a niche, creating a marketing message and even creating offline promotions to complement their websites.

Alternatively, you can interview clients and colleagues to get a sense of how they view your strengths. This exercise builds confidence and may help you decide how to position yourself. Most important, you can explore your marketing messages to see if your unique assets are being communicated in your copy.

When I work with my own clients, we take the first step to develop customized research programs.

Pamela Bruner has an amazing story.

She started an EFT coaching business, and like so many heart-centered entrepreneurs, she had a dream of making a difference in people’s lives. However, her business suffered for several years because she couldn’t market effectively. She would go to networking events, and leave in tears. She felt embarrassed to quote her rates, and uncomfortable putting her message forward.

Fortunately, two years ago she reached a decision point. It was either figure out how to market, or give up her dream. She plunged into marketing, and created her own powerful, compelling ‘Transformational Marketing’ system. She used EFT Tapping to remove her fears and blocks. Since she was no longer afraid of marketing, her business skyrocketed.

In the last two years, her business has brought in almost $500,000. And she’s now co-authoring a book with Jack Canfield, co-author of the phenomenal ‘Chicken Soup for the Soul’ series.

Wouldn’t you love to know how she did this?

I’ll be hosting my friend and colleague Pamela Bruner on a FREE teleclass ‘Tapping into Marketing Mastery – 5 Sure-fire Techniques for Six Figure Success’, and she’ll be sharing her best information with you.

Pamela has cracked the code on marketing from your highest values, so that marketing is an expression of the best of what you do, rather than a burden that you ‘have to’ do in order to deliver your services. She knows tapping for marketing and sales better than just about anyone I know. Her system is unique, and extraordinary, and it can seriously affect your abundance as a conscious entrepreneur.

Here’s what you’re going to learn on this ground-breaking call:

The Transformational Marketing Method – there is a way to market that’s totally authentic, and completely compelling for your ideal clients! Marketing has never felt easier, or produced such great results. (I can’t believe that Pamela’s sharing her entire method with you on this call, but that’s the way she is.)

The 5 components of Marketing Mastery – miss even one of these, and you’re likely to spin your wheels while others get your ideal clients.

How you can charge double (or triple!) what you currently do, and have your clients rave about you.

And much more….

Pamela’s classes have been extremely popular with my audiences. I just heard from a couple of people who listened to this FREE call and got inspired to change their marketing – immediately!

Here’s that link again to reserve your spot in this complimentary
teleclass (replay available till the course starts):
Marketing Mastery Free Teleseminar.

Feel free to invite friends and colleagues to this call, but please remember to reserve your spot HERE first!

Do you wonder how copywriters manage to write so much and so easily? Do you get writers block when you have to write an article, blog post, web page or sales letter?

I’m going to share the secret.

First, I’m assuming you have taken the time to study some basic principles of copywriting. If you are writing for an online audience, you will need to take extra care to study the Internet. Research shows that website visitors do not online the way they read print.

You don’t need to invest years of your life and thousands of dollars, at least not in the early stages. However, you do need to get a few key techniques, including headlines, bullet points, openings and calls to action. You need to get a few templates of your writing product; for instance if you are writing a sales letter, it’s helpful to know the basic parts of a sales letter.

You can learn a lot about copywriting on your own. You can study successful sales letters. To appreciate what you are reading and tease out the key points, some training will be helpful. Besides, some sales letters are successful in spite of the quality of the copy – not because of it!

Once you’ve got the basics, make a decision to write copy every single day. You may not draft a whole sales letter every day, but you can write part of a sales letter or website. As you write, you get faster and better. Your creative juices will start to flow.

What do you write about?

Ideally you have your own products and services. You can always create a new sales letter or web page, even if you have one posted already. You can always create a new opt-in piece and generate an opt-in page to promote it. For instance, I just wrote the copy for a new opt-in http//www.CopyDetective.com

What if you are still so new you don’t have a lot of products? You can create sales letters for each product or service … and then create a second or third version.

You can create sales letters to promote affiliate products and services. Writing copy for affiliate products will be a great way to practice and who knows? Your sales letter may be more effective than the original marketer’s.

When you write often, three things happen.

First, you get to know your own motivational style. Do you write best in the morning or afternoon? Do you get inspired by certain types of music? When I feel totally desperate and I have to write I find I get creative listening to Mozart … and sometimes I’m more in the mood for some old-fashioned country and western done-me-wrong songs.

Second, you learn to write under the gun. Copywriters cannot afford writers’ block if they want to get paid. When you have a deadline, you write. Period.

Finally, you realize your first draft is just that – a first draft. It’s disposable. Many writers spend more time revising than writing.

If you’re interested in unblocking your own creativity for copywriting, ask me about monthly coaching.

Do you ever feel that you want to jazz up your own message? Maybe you feel you’ve been saying the same thing over and over again. Or you just don’t have that same spark anymore.

That’s happened to me more than once. When you write a lot, you have to walk a fine line between using templates and creating ho-hum content.

One technique I’ve learned is, “When in doubt, add a metaphor.” You can use a character metaphor or an action metaphor. If you can draw on elements from your own life and experience, you will be even more innovative.

Last Saturday I participated in an improv acting workshop. It’s SO hard: you have to act and write the script at the same time in front of a live audience.

During improv you might be asked to take on the role of a character – astronaut, mother, dog walker, jungle guide … you name it. Taking on a character forces you to re-think the words you use and the way you move. You also realize some characters are richer than others.

Now when you get ready to write some content, see if you can come up with a new persona. Recently I was playing around with my webcam to make a video. I’m an avid fan of murder mysteries so I came up with The Copywriting Detective. It’s been so much fun I’ve been using the metaphor all over the place. Check out my Facebook Business Page for a brand-new Report and yes, a video. http://budurl.com/goodcatpage

But what about action metaphors? Well, I could draw on the action of improv acting. I’ve seen some truly creative writing come out of metaphors associated with cooking, painting (pictures *or* walls), dancing, hiking, working out or … you name it.

Just one warning: choose just ONE metaphor. Otherwise your metaphors start fighting with each otoher.

Two examples of my new metaphor:

Friday’s Cat Chat: The Case of the Missing Niche http://bit.ly/h5zkz5

and check out the work-in-progress video for the “30 Days To Reach Your Niche” program. I’ve added new dates to accommodate requests: http://bit.ly/fFhvaF